Aerosoles Puts Spotlight on Technology

To better familiarize consumers with its range of comfort systems, the Edison, N.J.-based brand has begun to promote them throughout its global store network, in its consumer catalogs and on its website.

Lynn Harvey, director of marketing, said Aerosoles’ technology should be a reason consumers turn to the brand. ”We want to let people know how much we’re putting into our shoes,” said Harvey. “We want to let [them] know there’s a reason to come to Aerosoles. It was not a story we had been telling, but it’s an opportunity at retail.”

The brand kicked off the initiative in spring ’13 by highlighting its Stitch N Turn construction in its direct-to-consumer catalogs. This past fall, it expanded on the concept with an informational video on its website.

The brand also is calling out the technologies at the wholesale level. For example, home shopping channel QVC added the corresponding technology name to each shoe on its website. It also utilizes explanatory text online, as well as a video from on-air presentations.

The program continues for spring ’14, as new technology-focused signage will allow stores to merchandise product according to comfort systems. In addition, foot specialists will introduce consumers to the technologies in spring ’14 ads, airing on cable TV as well as on Aerosoles.com.

Moving into fall ’14, Aerosoles has a tech-driven concept store on the drawing board, in a location still to be determined. According to Harvey, it will include interactive displays and 3-D videos. “We don’t want to overload [our customers] with technology, but introduce her to our story,” said Harvey. “We’re now going full-steam ahead.”